By: Jeff Jubelirer, Senior Consultant, Bellevue Communications Group 

Warren Buffet said it takes 20 years to build a reputation and five minutes to ruin it. However, these days it only takes the click of a mouse and a hungry public out for immediate gratification to sink your good name. 

With Google Reviews and websites like Yelp specifically dedicated to airing praise—or, more often, grievances—about a business, brand or experience, and the growing popularity of amateur reviews on TikTok and other social media platforms, it’s critical to understand the best ways to handle negative feedback about your organization when it’s shared online for the world to see. 

Here’s the good news. You often have the power to determine – through your responsiveness or lack thereof – whether you or your organization will benefit or further suffer. As the adage proclaims, “it’s not what happens to you, but how you react to it that matters.” Let’s dive into three steps you can take right now to avoid becoming the next trending Instagram Reel or meme. 

Check your social media settings 

First, when it comes to social media be sure to check your settings.  Does your organization’s Facebook page, LinkedIn and Instagram permit anyone to post? Or do you (hopefully) moderate and approve comments before they’re published? This isn’t a democracy. YOU have the right to determine what is said about you on your own platforms. Now, this doesn’t mean I’m advocating for censorship; however, can we agree that defamatory or personal attacks don’t deserve consideration? Just make sure you’re checking and publishing comments or posts that you approve on a regular basis so that you don’t get criticized for blocking content. 

Address negative reviews 

For negative online reviews the step to take after setting up a robust monitoring process (Google Alerts, organic search and perhaps paid services such as Talkwalker) is to dispassionately evaluate any negative reviews of your organization. Ask yourself: is this a rant or a legitimate concern?  

If it’s an angry customer or client with a “one-off” specific complaint, take it offline. Send a private message, or even better, pick up the phone, listen, and try to alleviate their concern or solve their problem. Conversely, if a series of negative reviews are legitimate, and you don’t have the bandwidth to reach out one-on-one to everybody, then it is of value to respond online. An effective response is one that acknowledges the reviewers’ concerns and shares what you are doing (or have learned) to address them. You may be surprised to learn that this type of response often elicits positive feedback and bolsters your reputation.   

Routinely recruit for positive reviews 

One strategy I often talk about with my clients is recruiting positive reviews to flush out the negative ones. The best time to request friends or fans to write is when circumstances are normal and when you don’t “need” them.  If you do generate a lot of positive reviews right after a bunch of negative ones appear then it looks manipulated and only makes the results of your organization’s Google search more likely to highlight (first page, anyone?!) the recent tit for tat.  

And oh, by the way, don’t count on getting negative reviews removed by Google, Yahoo, Yelp or other sites — I’ve had an easier time scoring Taylor Swift concert tickets.  

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About the author 

Jeff Jubelirer is widely recognized as one of the top corporate communications and public relations strategists in Greater Philadelphia and the Commonwealth of Pennsylvania. Perhaps best known for his expertise in issue & crisis management and public policy advocacy, Jeff is a go-to media and political analyst for local broadcast and newspaper outlets. In addition, Jeff is a regular panelist on 6abc’s venerable weekly public affairs show, “Inside Story.”